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Cleveland State University Selects Wyse as Marketing Partner

Cleveland, OH – Cleveland State University (CSU) has selected Wyse, Cleveland’s largest advertising agency, to create and direct a comprehensive marketing and advertising program for the school. The campaign will reinforce and connect among prospective students, alumni, business leaders and donors the importance of the Engaged Learning philosophy adopted by the university.

“Our focus on Engaged Learning has had a dramatic impact on our students, directly connecting them with professors and real-world career opportunities. It enables CSU to provide the academic excellence, rewarding campus experience and value that today’s students are looking for. We were seeking a marketing partner that understood both the importance of our academic philosophy and the tremendous benefits of our location in Cleveland. Wyse quickly embraced our philosophy and developed a creative, thoughtful campaign,” said Rob Spademan, CSU Assistant Vice President of Marketing.

“Essentially, we sought a full-service agency to develop effective advertising strategies to enhance our brand position while meeting defined recruitment objectives for both undergraduate and graduate student populations. In addition, we wanted our agency to be metric-driven and measurement-focused, nimble and responsive to accommodate our service needs and skilled in integrating online and offline strategies,” said Spademan.

As agency of record, Wyse will be responsible for creative development, production, as well as media planning and placement to include broadcast television and radio advertising, direct marketing, mobile marketing and social media.

Wyse Director of Marketing Matt Arko, explained, “In response to CSU’s objectives, we presented a comprehensive strategy to expand the university’s brand message of Engaged Learning, to give it full dimensional meaning and appeal to the school’s diverse audience segments.

“Academic reputation, return on education investment, campus experience and location combine to form a strong value proposition for students. Our ultimate goal is to establish CSU’s reputation as a best-in-class urban university offering a range of academic specializations, conferring both undergraduate and graduate degrees,” said Arko.

Wyse President Michael Marino summed up the win: “We are thrilled to be supporting another storied Cleveland brand. As a stakeholder in our city’s success, we’re excited to tell the CSU story, help the school gain the recognition they deserve and attract the best and brightest students from northeast Ohio and nationwide.”

CSU’s three-month agency recruitment process was managed internally by Spademan and a campus-wide review team. To streamline the time-sensitive process, the university marketing team chose to conduct the agency search internally rather than work with an outside consultant to screen candidates.

About Cleveland State University.Founded in 1964, Cleveland State University is an urban public research institution that provides a dynamic setting for engaged learning. With an enrollment of more than 17,000 students, eight colleges and approximately 200 academic programs, Cleveland State is committed to providing a hands-on learning environment where faculty and students connect with real-world experience. CSU strives to serve the public, to support faculty in their teaching endeavors and research and to prepare students to lead productive, responsible and fulfilling lives in the region and around the world. In 2012 CSU was again chosen one of America's Best Colleges by U.S. News & World Report.